Meet Dennis. He’s a self-promotional illustration that I liked so much I thought I would use him as my logo during Wimbledon Fortnight. (he’s holding a tennis raquet). That was over six years ago and I still seem to be using him. It’s not that I’m lazy, or that I’m too busy to change my brand. It’s just that I’ve become used to seeing him around.
There is an argument that it’s good practice not to change your brand too often. Customers get used to seeing a logo. They’ll remember it instinctively by its colour or its position on the page. They grow familiar and comfortable with your look. Branding works because we humans are good at unconsciously filing away information and recalling it on sight.
And besides,when you originally created or commissioned your brand didn’t you do all the work to establish a look that represented your company values? Why change something that has stood you in good stead for the last ten, twenty, thirty years?
Well, your company probably hasn’t stood still in all those years. Changes in demand and technology have necessitated changes in the way you do business. You’ve had to move with the times and adapt to the market. You can’t snooze – you’ll lose.
But you’ve spent time associating yourself with your brand and feel that you can’t suddenly switch to something completely different. You may feel that your customers may not be comfortable with your business if it suddenly changes identities. It may trigger an unconscious break in loyalty. Or worse, think that there has been a sea-change shift in the way you do business.
But you don’t have to throw the baby out with the bathwater. Work with a graphic designer to re-style of your visual brand, rather than completely overhall it. A freshen up may bring that dated look into the 21st century and still retain your core values. The big guys are doing it all the time. Take the two giant cola rivals – Pepsi and Coke for example. Both companies have changed their logos constantly over the years. They are all doing it – Apple, Nike, Shell, BBC – you name them. And you may never have noticed because each company has kept the look and feel of the original brand, and with it the company ethos.
Now, I’m not saying that martyndaviescreative is quite on the same level those as those big name brands but Dennis has changed over the years. First with the swirly background, then the “flying dots” were added but essentially he’s the same tennis player, patiently waiting on the corner of my presentation and literature.
Talk to me about evolving your established brand. Use the Contact Form or ring me on 07885 421601
Evolution images courtesy of boredpanda.com